As filmmakers increasingly employ generative artificial intelligence (AI) in documentary production, the Archival Producers Alliance (APA), comprising about 300 documentary researchers and producers internationally, has drafted guidelines for the ethical use of AI in the factual narrative space. The APA includes Oscar and Emmy award-winning filmmakers.
During a session at the International Documentary Association’s biennial Getting Real conference in Los Angeles, APA co-founders Rachel Antell, Jennifer Petrucelli of “Crip Camp,” and Stephanie Jenkins of “Muhammad Ali” presented initial thoughts on managing consent, primary sources, and transparency as generative AI tools become available, encouraging thoughtful collective advancement.
AI’s role in documentary filmmaking is a hot topic, not just due to technological advancements but because of its experimental use by directors in significant projects. For example, the film “Roadrunner: A Film About Anthony Bourdain” sparked controversy when the director used synthetic Bourdain’s voiceover, and Andrew Rossi’s “Andy Warhol’s Diaries” employed a vocal AI facsimile of Warhol, sanctioned by the Andy Warhol Foundation.
Jenkins highlighted the APA’s concern over the rising documentary use of AI, pointing out instances where creators were asked to fabricate fake archival material, nearly indiscernible from primary sources.
In their guidelines, obtained by The Hollywood Reporter, the APA emphasizes maintaining journalistic standards and addressing the creation of new materials or substantial alterations that may mislead audiences. It advocates using primary sources and scrutinizing AI-generated materials for algorithmic biases, considering the potential of synthetic material to permanently confuse historic documentation.
The APA also demands transparency regarding AI usage—disclosure during production, to legal teams and subjects, and clear mentions to viewers. Filmmakers are urged to undertake thorough legal examination when using generative AI and to consider extra consent when changing their subjects’ likenesses.
During Tuesday’s discussion, feedback on the draft was provided by Jon-Sesrie Goff of the Ford Foundation, documentarian Elizabeth Woodward, and ITVS supervising producer Shana Swanson. Woodward, with her 2023 film “Another Body,” showed how generative AI tools allowed the subject to reclaim technology used against her. Swanson recommended wider industry engagement, including insurers, funders, and distributors, in the APA guidelines discussions.
The APA, initially a 100-member coalition, first announced its intention to create industry guidelines in November 2023. A working group has since drafted initial protocols, consulting PBS and BBC standards and WGA and SAG-AFTRA contracts, and engaged AI scholars and experts.
The group’s future steps include seeking additional feedback, engaging streamers and networks, finding specific filmmakers and production companies to endorse the guidelines, establishing an advisory board for annual reviews, and potentially developing a certification protocol for projects adhering to the guidelines.
The increasing use of artificial intelligence in documentary filmmaking presents a range of important questions and challenges that must be addressed. Among these, some of the key areas of concern include:
– Consent: How do filmmakers obtain consent from subjects for the use of their likeness or voice when it can be manipulated through AI?
– Ethical Usage: What ethical considerations apply when using AI to generate content that may be perceived as factual or authentic?
– Transparency: How can filmmakers ensure transparency with audiences regarding their use of AI-generated content?
– Algorithmic Bias: What measures can be taken to prevent perpetuating biases inherent in AI algorithms?
– Archival Material: How can the integrity of historical documentation be maintained when using AI to create or alter archival material?
Challenges and Controversies:
One of the main challenges in the ethical use of AI in documentary filmmaking is negotiating the fine line between artistic expression and authentic storytelling. There is a controversy about the potential for misleading audiences by altering reality through synthetic voiceovers or visuals. There’s also the risk of diminishing trust in the documentary genre if AI-generated materials are not disclosed properly.
Advantages:
– Creative Freedom: AI provides filmmakers with new tools for storytelling, enabling them to recreate scenarios or voices that otherwise may be impossible to capture.
– Accessibility: The use of AI can make documentary production more accessible, as it can reduce the need for certain on-location shoots or interviews.
– Innovative Narratives: AI technology can push the boundaries of documentary narratives, offering unique ways to engage with historical figures and events.
Disadvantages:
– Ethical Concerns: The misuse of AI could lead to ethical dilemmas, such as creating misinformation or distorting history.
– Reliability and Accuracy: There is a risk that AI-generated content may not accurately reflect the subjects’ true likeness or intentions.
– Dependence on Technology: Relying heavily on AI could distance documentary filmmaking from its roots in capturing reality.
The APA’s call for transparency and maintenance of journalistic standards in the use of AI aligns with broader trends in media and journalism to tackle fake news and misinformation. The guidelines developed by the APA and the conversations happening around them contribute to a growing discourse on how to responsibly integrate emerging technologies into traditional forms of media.
For further information on the use and impact of AI in various sectors, the following links may be considered (Please note that the specific guidelines from the APA mentioned in the article are not available to link directly):
– International Documentary Association
– The Academy of Motion Picture Arts and Sciences
– The Television Academy (Emmy Awards)
The source of the article is from the blog guambia.com.uy